Study: GM, Ford customers most loyal

Jan. 19, 2005 at 12:37 PM
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SOUTHFIELD, Mich., Jan. 19 (UPI) -- For the fifth straight year, General Motors tops the list of domestic auto manufacturers with the most loyal consumers, a survey by P.L. Polk and Co. said.

More than 65 percent of GM-owning households bought a new GM vehicle that was either the same make or model they already owned when they purchased or leased a new car, truck, van or sport-utility vehicle in the 2004 model year. More than 57 percent of Ford's sales were from repeat customers -- making Ford the top U.S. nameplate for brand loyalty.

"The more vehicle choices an automaker provides a returning customer, the more likely the customer will remain within the manufacturer family," Polk Chief Executive Officer Stephen Polk said in a release accompanying the ninth annual Polk Loyalty Awards at the 2005 Automotive News World Congress.

Cadillac Deville owners were the most loyal among the luxury car segment with 40.9 percent repeat customers, 41.2 percent of Buick LaSabre buyers were repeat customers in the large car category and the Saturn Ion led among small car brands with 30.6 percent repeat customers.

Toyota Camry led among mid-size cars with 28 percent repeat buyers.

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